Area:                                                                                                     GCA

Department:                                                                                        Digital

Direct Reporting Line:                                                                            Director Digital Marketing

Location:                                                                                              Shanghai

GSMS Grade:                                                                                       M3

Purpose & Overall Relevance for the Organization:

Drive business growth across JD and Tmall platforms through effective management and innovation in livestreaming.  Leverage platform resources, livestream strategy, brand investments to win key commercial moments and deliver measurable business results.

Key Responsibilities:

• Manage end-to-end livestreaming execution aligned with strategy and could deliver strong ROI.
• Establish direct relationship with EC platforms. Optimize livestream daily operation, tracking; document all activations by monitoring results vs Objectives/KPI with support of Business Planning/ Analytics team.
• Manage livestream agency and external partners with clear performance targets and accountability, ensuring sharp operational efficiency in livestreaming rooms.
• Understand platform rules, algorithms, and traffic mechanisms thoroughly to unlock additional exposure and conversion levers.
• Monitor and analyse livestreaming performance metrics and apply insights to continuously improve strategy and execution.
• Establish and maintain close collaboration with platform operation and marketing teams to co-drive commercial moments.
• Collaborate with cross-functional teams (e.g., Brand, Site Ops, UX, Analytics, Buying) to align goals and integrate livestreaming and content into broader business planning.

Key Performance Indicators (KPIs)

• Achievement of overall eCommerce China revenue and growth targets
• Livestreaming business contribution and platform rankings
• Livestreaming-specific KPIs with consistent YoY improvement
• Efficiency metrics of livestreaming execution

Key Relationships:

• Internal: eCommerce Buying, Digital Commercial store managers, Analytics, UX, Site Ops, Campaign team
• External: Tmall/JD platforms or MCN agencies KOLs

Knowledge, Skills and Abilities

• Strong understanding of China’s eCommerce ecosystem and digital media environment
• Deep knowledge of JD and Tmall platform rules, algorithms, and commercial mechanics across major EC platforms
• Solid experience managing agencies and MCNs, with proven ability to drive livestream room performance and operational excellence
• Strong sensitivity to data and livestream performance metrics; able to derive insights and adjust strategies quickly
• Creative thinker with a solution-oriented mindset and strong problem-solving skills under pressure
• Excellent communication and stakeholder management skills; strong cross-functional collaboration ability
• Experience in influencing both internal and external partners to deliver business goals
• Familiarity with competitive dynamics and digital trends in the sportswear or fashion industry

Required Education and Experience / Minimum Qualifications

• Minimum 10+ years of experience in eCommerce, livestream, operations or digital marketing roles, with strong exposure to livestreaming and platform operations
• Bachelor’s degree in marketing, Business, Communications, or related fields